Superchips Revs Up Motorsport Sponsorship

Superchips, the world leader in engine management system tuning, is boosting its motorsport sponsorship programme in 2005 with three major new deals, as well as the renewal of several existing partnerships.

From 2005 the company becomes a leading sponsor of Yvan Muller, one of the star drivers of the Vauxhall VX Racing BTCC team. New partnerships have also been formed with the BRDC Single Seater Championship at Silverstone and the Scottish MINI Cooper Challenge Cup.

In addition, Superchips has again been appointed as the official Volkswagen Racing UK Tuning Partner and technical consultant to the Michelin Porsche Club Championship, as well as renewing its highly visible advertising at Donington Park’s Melbourne Loop and retaining its hospitality suite overlooking the corner.

New sponsorship deals

Yvan Muller, who competes in the British Touring Car Championship (BTCC) for the Vauxhall VX Racing works team, won the BTCC in 2003 driving a Vauxhall Astra Coupe and came a very close second last year when his team mate James Thompson nudged him from the top spot by a single point.

Yvan, from France, will be driving the new Astra in 2005.

Another new deal has been signed with the British Racing Drivers’ Club (BRDC), for the BRDC Stars of Tomorrow 2005 Single Seater Championship, whereby a ‘Superchip’ will be fitted to each competing car to ensure that engine performance and reliability are maintained throughout the season.

The third new agreement is with the Scottish MINI Cooper Challenge Cup, for which Superchips will modify the engine control unit (ECU) of all competing cars to maximise performance whilst maintaining engine reliability. The company will also be providing scrutineering services to check the ECUs on race days.

Renewed sponsorship deals

Superchips will continue its sponsorship of the Volkswagen Racing Cup, as series sponsor for the 2005 season. As part of the deal, Superchips will continue to be the official Volkswagen Racing UK Tuning Partner, a position to which the company was appointed last year. The role involves reprogramming the ECUs on all of Volkswagen Racing UK’s competing cars to boost engine power and torque within strictly defined limits. The Volkswagen Racing Cup is the fastest-growing saloon racing championship in Britain.

Similarly, renewing its role as technical consultant to the Michelin Porsche Club Championship, Superchips will inspect the ECUs of competing cars to ensure that they are programmed within defined regulations. The Michelin Porsche Club Championship is the premier race series organised by the Porsche Club Great Britain and a leading part of Porsche racing in the UK.

Superchips’ commitment to motorsport is already clearly signalled at Donington Park, where a unique advertising ‘column’ on the Melbourne Loop makes the company’s name highly visible. This is retained for 2005, along with a hospitality suite overlooking the hairpin bend.

"We are delighted to be broadening our motorsport sponsorship activities in 2005 and proud to be associated with each of our partners," said Superchips Managing Director Ian Sandford. "It’s also gratifying to see our expertise recognised and put to practical use by leading race organisers. Motorsport presents a fascinating challenge, as it requires highly precise tailoring of engine mapping software. Importantly, this is a natural extension of our ongoing research and development activities, through which we constantly introduce new applications for road-going cars, so everyone benefits."

From race track to road

The motorsport expertise developed by Superchips complements and adds to its unrivalled capabilities in improving the performance of road-going cars, and vice-versa.

For example, last year the company developed a special engine modification for a Volkswagen Racing-built R32, which competed in the 2004 Volkswagen Racing Cup. The racing R32 benefits from the same torque increase achieved for its road-going counterpart, while thanks to precise tailoring of the engine mapping software, peak power output is held at 240 bhp to comply with championship regulations.

Unconstrained by race regulations, Superchips made the road-going R32’s 3.2-litre V6 engine even more responsive. Power output was boosted from 239 bhp at 6,548 rpm to an impressive 255 bhp at 6,565 rpm - an increase of 16 bhp. Torque was optimised across the range, particularly at lower revs, with an increase of 23 Nm at 2,372 rpm.

In 2004 Superchips also prepared an all-new 2.0-litre Volkswagen Caddy TDI to compete in the VW Racing Cup, achieving massive gains in power and torque.

The Racing Caddy was already fitted with a more powerful engine than its road-going counterpart, yet by re-mapping the ECU, Superchips increased maximum power by a staggering 85 bhp, to 230 bhp at 3,708 rpm, and optimum torque by a massive 140 Nm, to 470 Nm at 3,283 rpm. Still greater gains were achieved slightly lower down the rev range, with a power boost of 93 bhp at 3,492 rpm and torque increased by 187 Nm at 3,377 rpm.

"Such huge gains in power and torque make this one of our most impressive conversions ever," said Ian Sandford. "In many cases we achieve gains of 30 per cent and more, which is impressive enough, but with the Racing Caddy we almost doubled that."

Sam Roach, managing director of Volkswagen Racing UK, added: "This is the most powerful diesel engine we have ever put on a circuit. The majority of the components are exactly as the road-going Caddy, but we’ve done a lot of work to the rear suspension to ensure strong handling."

Anyone who owns a road-going VW Caddy TDI can benefit from power and torque gains of 30 per cent, for a cost of just £511.13 including VAT. Hundreds of other diesel and petrol models can also be Superchipped, and the cost for a non-turbo (normally aspirated) engine is only £293.75 including VAT.

Conversions are carried out at Superchips’ 85 dealers nationwide and at the company’s headquarters in Buckingham. In some parts of the country, they can also be done at a customer’s home or place of work, courtesy of one of the network’s mobile units. In each case the job only takes around 45 minutes to complete. If required, Superchips can also arrange favourable insurance via its specialist broker, Firebond.

For further details of any of Superchips’ 700-plus conversions and to locate your nearest dealer, visit

16 January 2005 Staff

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